Waitrose plans to sell Christmas trees for the first time this year in a
festive range including Heston Blumenthal party food, personalised hampers
and luxurious anti-ageing cream.

The supermarket chain said Nordman Firs from the Black Isles north of Inverness would be available for shoppers as it unveiled its line-up for Christmas 2013, and said the economy was on the mend.

Mark Price, Waitrose managing director, said: "The economy is ticking up, I think our customers, your readers, are feeling better than they were. People shopping with us are putting more in their baskets and shopping more frequently."

He said the decision to stock Christmas trees, at 1.25 metres or 90cm tall, was party with Waitrose's "evolution" into gardening, the second most popular hobby of its customers, behind food.

Waitrose has gardening "pods" at 41 of its stores and Mr Price said they were doing "extremely well". He said: "We think gardening's a natural fit for us and something we can do really well."

Waitrose shoppers will also be able to personalise hampers, or "make their own gift crates", while the chain believes the Korres range of pine serum, 30ml for £39, will be among its best-sellers in beauty.

Mr Price said: "People always spend more at Christmas than the year before, and I'm pretty sure that will continue this year."

Rival Marks & Spencer also unveiled its own festive range on Wednesday, and said its food was centred around "innovation and indulgence".

The chain is doubling the amount of game on sale, and introducing wood pigeon and grouse for the first time after launching rabbit, pheasant and partridge last year. A spokeswoman said: "We did five or six lines last year and they flew out the door.

"People are looking for more meal occasions at Christmas, particularly with the family coming round for a week at a time."

Meanwhile, the Bishop of Liverpool, James Jones, is joining Waitrose as the head of its corporate social responbility team. The Bishop announced in January his decision to retire from his current role on his 65th birthday next month. He led the Hillsborough Independent Panel to uncover the truth about the 1989 disaster.